Inditex, which also owns Zara, has previously handled comms for all its brands in-house, so this is the first retained agency appointment it has made.

Portas won the brief following a four-way competitive pitch against undisclosed rivals. Its task is to increase standout and desirability to consumers across the Bershka, BSK and Man brands.

The agency previously worked on a project basis with the brand in May to launch the AW13 collection in a series of Bershka ‘pop-up’ days that targeted key fashion style titles.

Portas managing director Caireen Wackett said: ‘Adding to our existing retail portfolio, we can’t wait to bring the Bershka brand to life, capitalising on its fun edge and trend-led appeal. With a dedicated customer fan base, we are thrilled to be bringing Bershka into the agency fold and give the UK press even more of an appetite for this fresh, style-conscious brand.’